بررسی تاثیر تحلیل بازاریابی بر چابکی مشتری و عملکرد مالی با در نظر گرفتن نقش تعدیلگر تلاطم بازار و فرهنگ داده محور در شرکت شوینده

Ali, N., & Shabn, O. S. (2024). Customer lifetime value (CLV) insights for strategic marketing success and its impact on organizational financial performance. Cogent Business & Management, 11(1), 2361321. https://doi.org/10.1080/23311975.2024.2361321

Branda, A. F., Lala, V., & Gopalakrishna, P. (2018). The marketing analytics orientation (MAO) of firms: identifying factors that create highly analytical marketing practices. Journal of Marketing Analytics, 6(3), 84-94. https://doi.org/10.1057/s41270-018-0036-8

Chaudhuri, R., Chatterjee, S., Vrontis, D., & Thrassou, A. (2021). Adoption of robust business analytics for product innovation and organizational performance: the mediating role of organizational data-driven culture. Ann. Res., 45(8), 1-35.

Dah, H. M., Blomme, R. J., & Kil, A. (2023). Customer Orientation, CRM Organization, and Hotel Financial Performance: The Mediating Role of Customer Satisfaction. Advances in Hospitality and Leisure, 113-135. https://doi.org/10.1108/S1745-354220220000018007

Dehdar, A. (2021). Examining the Impact of Marketing Performance and Marketing Strategy on Financial Performance in Private Medical Clinics in Isfahan. Quarterly Journal of Accounting and Economic Sciences Research, 5(5), 43-50.

Gao, J., Siddik, A. B., Abbas, S. K., Hamayun, M., Masukujjaman, M., & Alam, S. S. (2023). Impact of E-Commerce and Digital Marketing Adoption on the Financial and Sustainability Performance of MSMEs During the COVID-19 Pandemic: An Empirical Study. Sustainability, 15(2), 1594. https://doi.org/10.3390/su15021594

Ghasemaghaei, M., & Calic, G. (2020). Assessing the impact of big data on firm innovation performance: big data is not always better data. J. Bus. Res., 108(2), 147-162. https://doi.org/10.1016/j.jbusres.2019.09.062

Giacosa, E., Culasso, F., & Crocco, E. (2022). Customer agility in the modern automotive sector: how lead management shapes agile digital companies. Technol. Forecast. Soc. Change, 175, 121362. https://doi.org/10.1016/j.techfore.2021.121362

Hadjielias, E., Christofi, M., Christou, P., & Drotarova, M. H. (2022). Digitalization, agility, and customer value in tourism. Technol. Forecast. Soc. Change, 175, 121334. https://doi.org/10.1016/j.techfore.2021.121334

Liang, X., Li, G., Zhang, H., Nolan, E., & Chen, F. (2022). Firm performance and marketing analytics in the Chinese context: a contingency modelJO - J. Bus. Res. 141, 589-599. https://doi.org/10.1016/j.jbusres.2021.11.061

Mikalef, P., Conboy, K., & Krogstie, J. (2021). Artificial intelligence as an enabler of B2B marketing: A dynamic capabilities micro-foundations approach. Ind. Market. Manag., 98, 80-92. https://doi.org/10.1016/j.indmarman.2021.08.003

Mohammadpour, E. (2024). Investigating the impact of relationship marketing methods on the financial and market performance of the company. https://civilica.com/doc/2084333/

Rezaei, R., & Safa, L. (2017). The Impact of Marketing Capabilities on Financial and Customer Performance of Greenhouse Businesses in Jiroft County. Science and Techniques of Greenhouse Cultivation, 8(4), 117-128. https://doi.org/10.29252/ejgcst.8.4.117

Sheng, H., Feng, T., Chen, L., & Chu, D. (2021). Responding to market turbulence by big data analytics and mass customization capability. Ind. Manage. Data Syst., 121(12), 2614-2636. https://doi.org/10.1108/IMDS-03-2021-0160

Woehler, J., & Ernst, C. (2022). The Importance of Marketing Mix Planning and Customer Orientation for Venture Capital–financed Startups: Impacts on Valuation, Performance, and Survival. Journal of Research in Marketing and Entrepreneurship. https://doi.org/10.1108/jrme-08-2021-0098

Wong, D., & Ngai, E. (2023). The effects of analytics capability and sensing capability on operations performance: the moderating role of data-driven culture. Springer nature, Annals of Operations Research. https://doi.org/10.1007/s10479-023-05241-5

Zhou, J., Mavondo, F., & Saunders, S. (2019). The relationship between marketing agility and financial performance under different levels of market turbulence. Industrial Marketing Management. https://doi.org/10.1016/j.indmarman.2018.11.008

Zhou, S., Qiao, Z., Du, Q., Wang, G. A., Fan, W., & Yan, X. (2018). Measuring customer agility from online reviews using big data text analytics. J. Manag. Inf. Syst., 35(2), 510-539. https://doi.org/10.1080/07421222.2018.1451956